Category: Targeting
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Lessons in Digital Content Creation & Technology from Search Advertising
Virginia Heffernan has an interesting piece in this Sunday’s NYT Magazine. The premise is that the new ways content is distributed and displayed calls for new types of content rather than trying to retrofit traditional content forms into the digital space. Of course this is true. Heffernan focuses her article on…well, article content (specifically magazines).…
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The Road to Nowhere: Behavioral Targeting Still Sucks
This post is inspired by and repurposed from my recent comments on the great blog of Jim Novo. From my experience profile creation by cookie, also known as chasing people around the web, is not an effective practice for performance minded advertisers (and isn’t that everyone now?). It is a bad strategy to guess where…
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Landing Page Utopia: 7 Lessons from Google
At Search Engine Strategies in San Jose last month I delivered a presentation for the session Landing Page Utopia off an idea I had previously blogged – that the Google homepage is the greatest landing page ever created. The presentation reviewed seven strategies Google employs and discussed how they benefited both Google and their audience.…
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McCain Wins Landslide Over Obama in Search Engine Marketing Election
During the pre-primary season I took a look at how the candidates were doing with SEM. The results were not pretty. Today, more than a year later, after both party conventions are over and the race is on I decided to revisit the SEM landscape of the Presidential election. Once again the results surprised me.…
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Can Advertising Survive the Web?
Reckoning A decade ago it was real easy for media companies, agencies and advertisers to simply transferred their revenue models online and “adify” the web with banners. Now comes word that the businesses that make their money from display ads are facing hard times. The fault of the economy? Nah, display ads do not work…
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Expert Guide to Multivariate Testing Success
I’ve been doing MVT for three years across landing pages and websites with over 40 clients like Citibank, Disney, Esurance, H&R Block, Inuit, Microsoft and T-Mobile. As the Founder & former Chief Strategy Officer of OTTO Digital, the services division of the market-leading MVT tool, Offermatica (now Omniture Test&Target) I’ve authored many case studies on…
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On-Site Targeting: Crawl, Walk, Run Strategy
This is the presentation I gave at the Web Analytics Wednesday last month in Cambridge, MA. I had a great time there and was lucky enough to be in Boston again so I could catch this month’s WAW held at Monster.com. There are some pretty cool things happening in Boston around analytics. One company to…
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Why CPM Should Die
According to TRUSTe 90% of consumers report that less than 25% of ads they see online are relevant. 58% said 0-10% of the ads were relevant. Display + Irrelevance = Banner Blindness Think of all those wasted millions. We’re moving forward with new companies like Lotame but clearly we have a long, long way to…
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The Power of Brand to Influence Outcomes or Why Brands Will Always Rule Digital
We all know power has shifted in the marketplace to consumers. Consumers have a more active and faster growing voice than ever before in the ultimate success of products and services. We wield this power through reviews, recommendations, social networks, message boards, blogs and most importantly our digital actions – quantified and delivered to marketers…
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Speaking at Web Analytics Wednesday – Cambridge, MA
If you’re in the Boston area please come out to this month’s Web Analytics Wednesday on March 19, 2008 at 6:00 PM. I’ll be speaking and presenting on the “Crawl, Walk, Run” approach to Onsite Targeting. The event takes place at Asgard in Cambridge and admission and food is free! Judah Phillips hosts the event…
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SMX West Afterthoughts
I wasn’t sure what to expect with SMX West as this was the first large SMX event. I heard great things about at last summer’s SMX Advanced from clients and friends but there was short notice to fit this event into annual budgets of attendees and exhibitors. Now that it’s over I can say that…
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RAMP is Born to Run
Two and a half weeks. That’s all it’s been since I left to start my own company for the third time in the past decade. In that brief period I’ve signed four clients including leaders in Social Media, B2B Services, Politics and Auto. Every day is filled with talking to prospects, potential investors, potential employees,…
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Behavioral Targeting Standards – RIP BT 1.0
At last Monday’s OMMA Behavioral event sponsor Revenue Science launched the day by declaring the need for industry self preservation, err, regulation with the establishment of the Revenue Science Behavioral Targeting Standards Consortium. Actually, it’s officially just called the Behavioral Targeting Standards Consortium though there is no consortium yet and the group’s domain is owned…
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Speaking at OMMA Behavioral
Monday I’ll be moderating a panel at OMMA Behavioral in New York City. It’s an important day for those of us that work in onsite optimization since this is the first time we’ve been represented with our own session at OMMA Behavioral. It will not be the last. This session has a stellar group and…
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2008 Forecast: The Year of Landing Pages
If 2007 was the year that testing and targeting grew from a baby into a toddler, 2008 will be the year that this kid starts to walk. And like so much of leading edge digital marketing practices those first steps will take place in search, namely landing pages. Most industry experts agree that fewer than…
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Webinar, Podcast & Speaking on Personalization, Targeting and Testing
Over the next week I’ll be doing what seems like a quite a bit of evangelizing — hopefully it is more of a knowledge transfer than anything else. 3 Proven Approaches to Delivering Targeted Content – Webinar This is an Omniture webinar I had the pleasure of doing with Charlene Li of Forrester Research. Charlene…
Optimize & Prophesize 